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Social Computing: Designing New UX Paradigms for Online Platforms connecting Brands & Consumers for CPG Industry


Table of Contents About National Institute of Design

1

About Project Sponsor- Happiest Minds

2

Originality & Copyright Statement

4

Acknowledgements

5

Introduction

6

Abstract

7

Design Brief

8

Project Overview

10

Research Phase: Studying the Domain & Users

13

Information from the Client-Happiest Minds

14

Published Literature in the form of Research Papers & Articles

19

Conference Proceedings: Presentations from Industry Experts

26

Blogs, Articles, Reviews & Information Gathered from the Internet

37

Similar Products

41


Table of Contents

Synthesizing the Research

52

Constructing the Persona

56

Studying Social Consumer Archetypes

57

Creating the Persona of ‘Elle- The Engager’

61

Design Phase: Online Platform connecting Brands & Consumers for CPG Industry

63

Contextual Scenarios: Framing the User Requirements

65

Coming up with Design Features

66

Design Features Specifications Document

67

Task Flows

69

Key Path Scenarios

71

CrowdWisdom Web App for Consumers

75

Wireframes

76

High fidelity Wireframes & Prototype

77

Visual Design

86


Table of Contents

Usability Testing

87

Revised Information Layout & Visual Design

98

CrowdWisdom Mobile App for Consumers

101

High fidelity Wireframes & Prototype

102

Usability Testing

105

iPad and Web App for Brands

107

Social User Data Dashboards Ipad App

108

Usage Scenarios

109

High fidelity Wireframes & Prototype: Social User Data Dashboards Ipad App

110

High fidelity Wireframes & Prototype: Web App for Brands

116

References

118

Image Credits

120


About Project Sponsor-Happiest Minds

[1.5] Infographic created to study Existing IT Systems and Business Processes at Happiest Minds


Originality & Copyright Statement Originality Statement I hereby declare that this submission is my own work and it contains no full or substantial copy of previously published material, or it does not even contain substantial proportions of material which have been accepted for the award of any other degree or diploma of any other educational institution, except where due acknowledgement is made in this diploma project. Moreover I also declare that none of the concepts are borrowed or copied without due acknowledgement. I further declare that the intellectual content of this Diploma Project is the product of my own work, except to the extent that assistance from others in the project’s design and conception or in style, presentation and linguistic expression is acknowledged. This diploma project (or part of it) was not and will not be submitted as assessed work in any other academic course.

Copyright Statement I hereby grant the National Institute of Design the right to archive and to make available my diploma

project/thesis/dissertation in whole or in part in the Institute’s Knowledge Management Centre in all forms of media, now or hereafter known, subject to the provisions of the Copyright Act. I have either used no substantial portions of copyright material in my document or I have obtained permission to use copyright material.

Student Name in Full: RICHA SEHGAL

Signature:

Date:


Acknowledgements This Diploma Document owes its existance to many people including me. It started with ever encouraging prods of my friends and colleagues at NID who always motivated me to finish the work before even it get started. First and foremost I would like to thank my mentor, Shahnawaz Khan, (General Manager & Head, Social Computing @ Happiest Minds) who gave me this wonderful opportunity to work with him on Social Computing domain. He mentored me with his useful advice and resources & always helped me sparing time from his busy schedule. Sincere thanks to my guide Mamata Rao & coguide Jagriti Galphade who gave their valuable insights on how the project should evolve thus shaping it up in a right manner. Ma’am also boosted my confidence in my work by appreciating the newer paradigms I was exploring that made my work look interesting. Along the way, my professional colleagues Rupa, Nitesh, Amit & Karthick have always been supportive, friendly & motivated me throughout the project.

The creative environment & work culture of Happiest Minds made my work go in a seamless and smooth way. I enjoyed and learnt a lot in the company of technology geeks yet creative minds. My design inputs were always welcomed & appreciated and that built a lot of confidence to carry out things single handedly as well in teams. Not to forget the love of my family that makes me who I am. Although I have left many who helped me during this period with their support, my thanks to all, named and unnamed.

“Time to lighten things up with gratitude!


introduction

Abstract Design Brief Project Overview


Abstract Keywords: Brands, Consumers, Online Communities, Online Social Interactions, Eco-system Engagement, User-Generated Content, Social Computing, Consumers, Enterprise, Social Computing, Networks, Peer effect, Customer insights, Gamification, Social Rewards, Loyalty, Social User Data Analytics, Crowdsourcing, CPG, Retail, Automotives With the growing importance of Social Media, the brands are trying to engage the customers in social channels and operate consumer-centered social networks or “communities” online. This is based on the research that consumers who join the community become more engaged with the brand, and as a result, increase their economic activity & business value enhancement. Social connections, the number and importance of friends, interactions and discussions with peers and word of mouth, display of personal profiles, all of them have significant impact on the brand marketing and business value enhancement. The project focuses in depth on the Online Customer Community Platform which involves “Creating continuous touchpoints with customers and engaging them for business value enhancement

through online customer communities for industries like CPG. This includes the aspects of increasing user motivation for participation in online channels. The project will explore in detail the scenarios in which the techniques: Customer Insights, Social User Data Analytics, Social Rewards & Gamification can be used for increasing user motivation and participation A Social Computing Platform for online Customer Communities will fulfill the following goals of brands and customers as its target audience: Social Computing Platform for Online Customer communities enables two-way conversations between brands and customers where Brands can harness the knowledge, passion & peer influence of their customers & audiences to improve customers’ brand perception, increase brand loyalty, crowd source ideas and create measurable business results (by measuring brand influence in the form of identifying brand fans & influencers with segmentation based on demographics, behavioral and brand contribution data)

On the other hand Customers can participate in brand conversations; get a chance to co-create with brands; can get early & exclusive access to brands’ new products, ideations & content; earn social recognition & rewards from brands they care about; get personalized offers & content; can interact with like minded individuals and sharing opinions.


Design Brief Desired Outcome of the Project/ Business Objective To come up with new UX paradigms for Online Customer Community Platform (in CPG Industry) using the Happiest Minds new cutting edge solutions like:

likely to look for us on Facebook as they are to visit our corporate website. Internally, we work more productively when we can easily collaborate with our colleagues online.

Tapping Customer Insights From Social Media Social User Data Analytics And Dashboard Framework Eco System Engagement Platforms Social Loyalty And Rewards Through Gamification Platforms

The Need Business Trends Driving Adoption of Social Computing Technologies with the rise of Social Media Social media has created an irreversible shift in the way we connect and share in our personal lives and increasingly in business. Our customers are just as

Due to these dynamic changes in the business and consumer world, Happiest Minds has launched offerings that leverage various social computing technologies to address the following key strategic

[2.1] Infographics showing how Brands are shifting focus to Consumers with the rise of social media


Design Brief imperatives of an organization or a brand:

[2.2] Key strategic imperatives of Brands and Organisations

Happiest Minds Social Computing: Business Solutions & Services

technologies, with the following solutions and services:

To successfully exploit the true potential of the Social Web in today’s “always connected” consumer environment, Marketing and Technology are evolving and converging at breakneck speed. Happiest Minds helps organizations tap into the unprecedented potential of these groundbreaking

Customer Insights Framework Eco System Engagement Platforms Social Loyalty& Rewards through Gamification Social User Data analytics and dashboard


Project Overview Project Objective

Target Audience

A Social Computing Platform for online Customer Communities will fulfill the following goals of brands and customers as its target audience:

Primary: Brand Consumers/ Customers (in CPG Industry)

Social Computing Platform for Online Customer communities enables two-way conversations between brands and customers where Brands can harness the knowledge, passion & peer influence of their customers & audiences to improve customers’ brand perception, increase brand loyalty, crowd source ideas and create measurable business results (by measuring brand influence in the form of identifying brand fans & influencers with segmentation based on demographics, behavioral and brand contribution data)

Secondary: Brand Owners/ Organizations (in CPG Industry)

On the other hand Customers can participate in brand conversations; get a chance to co-create with brands; can get early & exclusive access to brands’ new products, ideations & content; earn social recognition & rewards from brands they care about; get personalized offers & content; can interact with like minded individuals and sharing opinions. [2.3] Mindmap showing conceptualisation of Online Platform connecting Brands and Customers


Project Overview

Insights & Solutions used for designing new UX Paradigms in Social Computing Platform for Online Customer Communities

tomer conversations, no matter where they take place – internally in CRM notes, emails & surveys, or externally on blogs, review sites or social media platforms.

Tapping Customer Insights From Social Media

Social User Data Analytics And Dashboard Framework

[2.4] Infographics showing ‘Tapping Customer Insights from Social Media’

[2.5] Infographics showing ‘Social User Data Analytics and Dashboards Framework’

The Customer Insights Framework provides a universal view of customers; leverages the voice of the customer as a business asset & extracts valuable insights to drive business decisions. The Framework provides customer service & marketing teams with the ability to listen, analyse, relate & act on cus-

Social channels contains valuable user data but they don’t provide capabilities for : Rich Analytics to Segment, Analyze & Profile users; Integrate Social User Date with Enterprise IT. Social user data can be converted into meaningful insights & inte


Project Overview grated with enterprise IT systems to offer the most appropriate & profitable products, tools & services to targeted segments.

Social Loyalty and Rewards Through Gamification Platforms

Eco- System Engagement Platforms

[2.7] Infographics showing ‘Social Loyalty and Rewards through Gamification Platform’ [2.6] Infographics showing ‘Eco System Engagement Platforms

It is an environment where data, technology, people, & business processes operate in synchronization to improve customer satisfaction & business performance. The key to achieving this vision is having the capacity to discern the true nature of customer relationships & the Customer Journey in an intuitive manner.

Gamification is integrating game dynamics & mechanics into non-game activities (for e.g., your web site, service, community, content or campaign) to drive participation, engagement & loyalty among customers, employees & users.


research phase: studying the domain & users

Information from the Client-Happiest Minds Published Literature in the form of Research Papers & Articles Conference Proceedings: Presentations from Industry Experts Blogs, Articles, Reviews & Information Gathered from the Internet Similar Products


Information from the Client ‘Happiest Minds’ [1] HM Whitepaper: Start Measuring What Matters

these metrics can be analyzed through the platforms you already have.

Most marketing heads and brand owners don’t know what marketing success looks like in the social web. They have no way to benchmark if they’re winning, and are unable to course correct if things get off track. Limitations of Current Social Analytics Social media dashboards prioritizes the things that are easy to report, not the things that are actually important to a brand. It’s no surprise that brand managers can’t make sense of reports full of click through rates, fan counts, downloads and page views. None of these numbers align or even correlate with a brand’s objectives- driving sales, increasing affinity, and building brand value. Marketing managers recognize this disconnect but assume that results-focused analytics are both expensive and complicated. Actually, measuring what matters doesn’t have to be either. The secret lies in identifying the handful of key metrics that truly propel your brand, and never losing sight of them throughout the measurement process. Often,

[3.1] Brand Dynamics Pyramid: Increase in share of wallet with increase in Customer Loyalty and Advocacy

The Happiest Minds Social Computing Console has been developed based on the Brand Dynamics Pyramid. This enables a company to build as large a group as possible of truly loyal consumers by sustaining a suitable relationship with them. In addition, by assimilating customer activity in the social web with internal customer and sales data, it helps brands increase customer loyalty and advocacy. The important rule is to focus on just a few metrics for each business objective so that program evaluation remains simple and one does not end up in “analysis paralysis.” The process should force the prioritization of only key performance indicators – in addition to clicks, # of fans, page views, etc. Another attribute of the Console is the mix of both qualitative measures (discussion topics and senti-

[1] HM Whitepapers : January 2012

Start Measuring What Matters

By Rupa Shankar, Shahnawaz Khan Happiest Minds, Social Computing Practice


Information from the Client ‘Happiest Minds’ ment) and quantitative measures (counts of reach, chatter mentions, site engagement events). Social media is unique in bringing both types of insight together to characterize performance and the value derived from social media efforts.

[2] HM Whitepaper: The Rise of the Social Enterprise Weaving a social context into your business is quickly becoming a prerequisite for success. How do you build a twenty-first century marketing capability that can navigate the new social reality and whatever comes next. It’s time to delight your customers by engaging with them and your employees in new and powerful ways. Companies can use social computing, more importantly, to humanize their brand and create loyalty by listening, acting on customers’ inputs and by being available when consumers have a problem, question or compliment. Socially-Enabled Business uses social technologies in every aspect of the business.

These next-gen organizations who seek to build long-term relationships with customers are more likely to: Use social media to capture the voice of the customer and insights, and embed it with current product development and research process. Leverage social media to improve customer service, retention, create better interactions with customers and prospects. Enjoy cost efficiencies gained by enabling customer service via self-service channels (social, email, phone, blogs) Foster deeper and longer-lasting customer relationships Customers are voicing their opinions about your brands and that of your competition. Tap into these conversations – implement enterprise-wide tools to monitor, measure and capture these discussions by using Social Monitoring & Sentiment Analysis. Your customers are seeking immediate responses

[2] HM Whitepapers : January 2012

The Rise of the Social Enterprise

By Rupa Shankar, Shahnawaz Khan Happiest Minds, Social Computing Practice


Information from the Client ‘Happiest Minds’ from you to their questions, comments, and compliments. They are actively vocalizing their likes, dislikes, excitements and disappointments. Be available to participate in the conversation - Build a system that empowers your customer service organization to join in and address customer queries on-the-spot before they escalate. Generate new ideas faster by connecting with the brainpower outside your company - Everyday people using their spare time to create content, solve problems, even do corporate R&D. Create platform that allows your brand teams to engage and collaborate with customers & key influencers to crowdsource & co-create products, develop specific ideas and get rapid feedback. Customers are talking about your brand and product/service category whether you are tuned in or not. Create a framework to map social data and integrate existing customer records in current transactional systems with their social profiles to mine conversations, profile data and develop new insights and tailored offerings. Customers are turning a blind eye and a deaf ear to

ads-both traditional and non-traditional. In order to increase brand salience and affinity in a highly fragmented and contested media space, create useful, usable and enjoyable social apps for customers. Social apps also enable brands to increase reach by leveraging the power of customers’ peer and influencer networks to elicit participation and engagement. Go beyond the usual customer touch points and sales channels to engage with and help customers make purchases on Facebook, Twitter, Foursquare and other social channels. Transform your existing social marketing presence into a dynamic, clutterbreaking social commerce channel. Customer contribution leads to engagement and customer connectedness. Co-creation opportunities, in which customers are invited to collaborate with a brand, for example, user-generated content, boosts customer connectedness, brand loyalty and affinity well beyond what traditional marketing (advertising, PR, promotion, direct) can do. Result: more interaction, more time spent and a sense of ownership in the outcome.


Information from the Client ‘Happiest Minds’

[3] HM Whitepaper: Enterprise Gamification: Enabling businesses drive participation, user engagement, employee productivity and customer loyalty Participation and user engagement drive business value. While participation builds lasting relationships and impacts fundamental business objectives, customer engagement will ensure business success. Gamification is the integration of game dynamics and mechanics into non-gaming applications such as websites, internal training programs, community building activities, marketing campaigns and customer service to drive desired behavior (e.g. encourage adoption of business processes & tools, influence usage of enterprise applications). This drives participation, user engagement, employee productivity and customer loyalty. Countdown clocks on Gilt Group, a discount luxury goods site, compel shoppers to buy deals before time runs out. Colorful virtual badges, such as those on Foursquare, a smartphone app that lets

people “check in” to venues, reward frequent use of a site or service. When LinkedIn members log in they are shown a progress bar, subtly urging them to add more details to their profiles. Gamification today has moved beyond badges and points and is recognized as a methodology based on behavioral and motivational psychology. Gartner predicts that: 50 percent of businesses will use gamification by 2015 to encourage staff to be more dedicated and innovative when managing customer relationships. By 2014, more than 70 percent of Global 2000 organizations will have at least one gamified application.

[3] HM Whitepapers : April 2012

Enterprise Gamification

By Nitesh Ambuj, Shahnawaz Khan Happiest Minds, Social Computing Practice


Information from the Client ‘Happiest Minds’

[4] HM Whitepaper: The Next Generation Social Banking Ecosystem: A Road Map for Banks The New Social Banking Customer Bank’s customer “pain points” Dealing with a bank is complicated and time-consuming Customer receives impersonal treatment and little recognition Customer is not in control or empowered to make decisions Customer gets no help engaging with friends and family on financial matters Adroitly targeting specific customer segments, creating products and offers that go beyond deposit and checking accounts, and delivering those products through highly competitive (physical and virtual) sales environments will be competitive necessities. As the banking value chain rapidly digitizes, banks will need to raise their game by improving the user interface/customer experience by partnering with retail and technology firms to personal-

ize offers, deals, engage with customers and build loyalty The Next-Generation Social Banking Ecosystem In order to truly capture the life time value of the customer, it will be critical to fully understand the customer – her motivations, likes, dislikes, friends, social influence and preferences. Of course, it’s no revelation that banks possess copious amounts of customer data. What is less well known is that most banks struggle to glean truly valuable intelligence or insight into their customers’ preferences. Banks need to capture comprehensive customer information (syncing customers’ transaction data with social data through Social Apps), update it continually, and understand it in a holistic way to differentiate customer experience and deepen customer relationships. Social Data is the collective information such as likes, dislikes, tastes, interests, hobbies, friends, peer networks, demographic & psychographic data produced by millions of people as they actively participate in online social activities (for e.g. on Facebook, Twitter, blogs, reviews)

[4] HM Whitepapers : March 2012

The Next Generation Social Banking Ecosystem: A Road Map for Banks By Rupa Shankar, Shahnawaz Khan Happiest Minds, Social Computing Practice


Published Literature in the form of Research Papers & Articles [5] Publication in CAIS Social Computing: An Overview Social computing platforms have opened an exciting new dimension to the Internet. They take the information infrastructure beyond a channel for communication and commerce to an environment for organizing human endeavor, facilitating social interactions, and empowering creativity. The new, more user-friendly tools and applications popularized by social computing reduce technology dependency for the average user in participating in the information revolution, thereby empowering Internet users.

edge among grass roots users in content creation, computing and in electronic commerce. More fundamental changes may be beginning in operating systems becoming unbound from desktops into network-centric, portable computing environments made up of widgets. Mobile information spaces surround users, whose identities may converge across platforms and applications.

Social computing holds promise of significant transformational and disruptive power in business. As part of changes wrought by social computing, the Web browser is evolving into a personal computing interface. Computing itself is moving from servers to the network, and more into client devices at the edge. Within the networks, new applications bring in more decentralization. Decentralization leads to more innovation at the

[5] Communications of the Association for Information Systems (Volume 19, 2007) 762-780

Social Computing: An Overview

By Manoj Parameswaran, Andrew Whinston The University of Texas, Austin


Published Literature in the form of Research Papers & Articles

[6] Publication in Springer Science + Business Media Motivating participation in social computing applications: a user modeling perspective This paper presents an overview of different approaches to motivate users to participate. These approaches are based on various theories from the area of social psychology and behavioral economics and involve rewards mechanisms, reputation, open group user modeling, and social visualization.

Future trends are outlined towards convergence with the areas of persuasive systems design, adaptive/personalized systems, and intelligent social learning environments. Intrinsic motivation which can come from motivational patterns and incentive mechanisms that emphasize achievement, altruism, genuine delight of gaming, value to contribution, reciprocation and common identity community feeling. Social Motivation which can come from earning Social Reputation and Status like Leaderboards, Levels, Social Visualization of Community. Exrinsic Motivation can be goal-directed and can come from Rewards (Points, Challenges, Monetary benefits, Badges) Contributing not only to online communities but also the real ones for civic or voluntary actions like charity. Incentive mechanisms can include personalized rewards and can adapt the rewards offered to the benefit of both the user and the entire community.

[3.2] A spectrum of motivation theories in Psychology

[6] Springer Science+Business Media B.V. 2012

Motivating participation in social computing applications: a user modeling perspective By J. Vassilevan, Computer Science Dept. , University of Saskatchewan, Canada


Published Literature in the form of Research Papers & Articles Personalisation to fulfill individual needs first and then the community needs Self Directed Learning approach to explore content, participate in community by incentivizing mechanisms, goal settings

[7] BazaarVoice Whitepaper How CPG Brands can build Loyalty through Social

When consumer-written product opinions are present, consumers: • Are more likely to click “Where to buy” • Are more likely to convert from site visitor to community member • Spend more time on the brand site • View more pages per visit

Consumer behavior has evolved from the traditional consideration funnel into what McKinsey calls the “loyalty loop” in their 2009 report, Consumer Decision Journey. In the loyalty loop, consumers continue to engage with brands after purchase, and this brand-consumer conversation informs the preferences of shoppers and brings them closer to the brand. CPG consumers want to hear from one another Product feedback isn’t just a nice way to get consumers talking to each other, it also drives important KPIs

[7] Bazaarvoice Whitepaper

[3.3] Consumer advocacy builds shopper trust in Green Works product claims

How CPG Brands can build Loyalty through Social


Published Literature in the form of Research Papers & Articles

[3.5] Nexxus targeted “high quality consumers� for a prelaunch trial to gain advocacy for a new product

[3.4] Rubbermaid uses the consumer voice in-store via signage and mobile to influence in-store shoppers

Alberto Culver, Rubbermaid & Clorox CPG brand marketers have proven to themselves and their fellow executives that the authentic views of consumers can increase brand trust, fuel authentic social media interactions, and improve all types of marketing.


Published Literature in the form of Research Papers & Articles

[8] Blacbaud Whitepaper How to Identify and Empower Those Who Can Engage an Entire Community

media networks, and each one of them is important to your organization’s/ brand’s success.

It is a question on every manager’s mind as people flock to social media sites in astounding numbers and social media users influence attitudes about everything from television shows and political campaigns to energy drinks and causes to support. The answer to the question lies in understanding your social media constituents and identifying which ones are the most “social”-those who best interact with and influence others across their online networks Based on the social score ( a measurement of a constituent’s connectivity with others through their social networks), individuals can be segmented into one of four categories: Key Influencer Engager Multichannel Consumer Standard Consumer Each group plays a different role on social

[8] Whitepaper

[3.6] Percentage of each social consumer archetype vs percentage of social content generated

How to Identify and Empower Those Who Can Engage an Entire Community By Danielle Brigida, Mark Davis, Casy Golden, Blackbaud Interactive


Published Literature in the form of Research Papers & Articles Social media offers a wealth of publically available information to help you better understand your constituents. By segmenting them through social scores, you are able to identify those highly connected individuals who encourage and influence others with content, product and service reviews, and endorsements. With this information, you can get to know those individuals, collaborate with them, and use their social skills to advocate for your organization. A clear view of your social media constituents is critical as people increasingly rely on each other to endorse, defend, and decry products and causes.

[3.7] Neilsen Study of online consumers 2011

[3.8] Individuals above $1 Million Total Estate Value and on Social Media


Published Literature in the form of Research Papers & Articles

[9] Communispace Whitepaper Connecting with Connected Consumers Increasingly empowered and informed, connected consumers yearn for streamlined, instantaneous and personalized experiences. Currently, brands making contact with mobile consumers do so in the form of one-way communication: pushing out deals, discounts, promotions and contests to customers who have opted-in to receive them. While consumers are most familiar with interactions through email and SMS , many exhibit a willingness to try other, more dynamic methods like downloading apps or using Snaptags/QR codes and location-based services. Though experience is lower, interest in these new services is comparable to interest in SMS . As these services continue to grow in popularity and usage, brands will have an array of opportunities to initiate and sustain two-way interactions.

[9] Communispace Whitepaper

[3.9] A Study by Communispace

[3.10] Four Steps to engaging connected customers

Connecting with Connected Consumers


Conference Proceedings: Presentations from Industry Experts [10] Gamification in 2012: Trends in Consumer and Enterprise Markets with Metrics

Social Features

Game Mechanics

Engagement Metrics

[10] Presentation by Venda Meloni, M2 Research

Gamification in 2012: Trends in Consumer and Enterprise Markets with Metrics


Conference Proceedings- Presentations from Industry Experts Brand Integration

Metrics

Backoffice/Analytics

[3.11] Metrics for Loyalty & The Loyalty Chasm


Conference Proceedings- Presentations from Industry Experts

[11] Gamification: The Ultimate Way to Engagement Why Gamification? The world has changed forever : Millennial generation and everyone else wants instant fun, friends and feedback: Facebook, online, mobile, games etc.The rise of social : be always in contact and in the know. Virtual self image: what you are is what you share about yourself online, and how much and what feedback you get.

How Gamification? Design the ‘player journey’ (experience) How does your customer benefit from your service product? Design around the core product or service customer benefit Build the journey through awards rewarding positive behaviour Examples of successful applications of Gamification

[11] Presentation by Akos Szorenyl, Aquilone

[3.12] The Engagement Economy: Fun Sells

[3.13] Samsung Nation gamified Social Product Website

Gamification: The Ultimate Way to Engagement


Conference Proceedings- Presentations from Industry Experts

[12] Brands, Games & Gamification Brand Desires are Simple‌

[3.14] Nike+ : measure your success in running with challenges, badges, points and levels

[3.16] Brand Desires: Awareness, Evaluation, Advocacy, Loyalty, Comparison, Engagement

[3.15] Gamified experience in Car Dashboards

[3.17] Using Facebook branded social game, Intel highlighted key features of its products & gave away a month on an island

[12] Presentation by Irfan Kamal, Ogilivy

Brands, Games & Gamification


Conference Proceedings- Presentations from Industry Experts

[3.19] Caesars used a new Ogilvy-built gamified social platform to create a fun VIP-only experience for selected Total Rewards loyalty members – and drove significant measurable results [3.18] Tabasco created a gamified Tabasco Ambassador program that drove awareness of new ways to use Tabasco (“pairings”) through a points program


Conference Proceedings- Presentations from Industry Experts

[13] 16 Game Mechanics for User Engagement

‘Come & Try It’ Patterns Rewards and Prizes

16 Design Patterns that create game like user engagement and how they apply to 3 aspects of user journey: Come & Try It, Bring Friends and Come Back.

[3.21] Good Samrithan Prize in Farmville

[3.20] List of 16 patterns for user engagement

[3.22] Badges in Google Lunar X Prize Education

[13] Presentation by Nadya Direkova, Google

16 Game Mechanics for User Engagement


Conference Proceedings- Presentations from Industry Experts Visual Storytelling

Visual Clues

[3.23] Visual Storytelling instead of long explanations in Groupon Website

[3.25] Visual Cues in Facebook app

[3.24] Level Up tutorials in Adobe Photoshop


Conference Proceedings- Presentations from Industry Experts Reward Schedule

[3.27] Foursquare: Some achievements are harder to unlock [3.26] Foursquare newbie badge for rewarding the beginners


Conference Proceedings- Presentations from Industry Experts

Bring your friends

Reputation

[3.28] Quora: Bring your Friends

[3.30] Cityville: Simple Reputation Score

Social Feedback

Come Back Quest Queue

[3.29] Quora: Thank you Notes

[3.31] Linkedin: Profile Completeness Meter as an example


Conference Proceedings- Presentations from Industry Experts

[14]Gamification: Fixing Loyalty & Engagement

1. Onboard

The Problem Median Results for Top 5k Sites Loyalty = 1.5 Visits/Month Engagement = 5 Pageviews/Visit “The problem is that users are neither loyal nor engaged� The Solution 2. Create Yearn

[14] Presentation by Keith Smith, Bigdoor-

[3.32] Solution for fixing Brand Loyalty & Engagement

Gamification: Fixing Loyalty & Engagement


Conference Proceedings- Presentations from Industry Experts 3. Reward

Result

4. Get Social

[3.33] Dashboard showing the increased results in Loyalty, Engament, Virality and Revenue after gamification

Loyalty = 302% Engagement = 925% Virality= 58762% Revenue=458%


Blogs, Articles, Reviews & Information gathered from Internet [15] Why Marketers Should Invest in Crowdsourced Research By Chris Petre, Social Marketing Strategist , IDEA

What are the advantages of crowdsourced research? Cost-effectiveness –Comparatively speaking, crowdsourced research can be done at a fraction of the cost of traditional research. Quick Turn Around –The time it takes to gather, execute, and analyze is shorter thanks to a purely digital foundation. Flexibility –As trends emerge in findings, researchers can easily adjust their strategy to catch any shifts or “surprises.” Collaboration –Crowdsourced research allows brands to collaborate easily with customers to ideate or improve upon products, to test concepts, ads, and experiences, and to continue the conversation over a longer term. Velocity – Crowdsourced research can travel at the speed of digital, allowing for real-time consumer

behavior analysis and insight for new technologies, memes, trends, and conversations. Marketing and Marketing Research –Even though it’s frowned upon and often times refuted in traditional research, the nature of crowdsourced research implies there will be some form of marketing intertwined as consumers share their stories, insights, and ideas for brands they support.

[16] Making a Brand Investment through Experience By Jared M Spool

Engagement instead of Elements- How a person feels about a brand is represented by their brand engagement. The engagement is the sum of all the experiences they’ve had with the various touchpoints around the product or service. Loyalty Is Brand Engagement’s Cost of Entry- Loyalty is measured by looking at whether the person has been satisfied with their experiences, will do business again, and will recommend doing business to others


Blogs, Articles, Reviews & Information gathered from the Internet Confidence talks to Trust- Is it something they feel they can trust? Do they believe the brand always delivers what they promise. Pride and Passion Top Off the Model- Pride is when a person treasures their relationship with the brand. Passion goes beyond pride, entering a level of engagement so strong it looks like complete fanboy behavior to outsiders. Organizations that get this realize that building a great experience is the best way to strengthen their brand engagement, which helps market the company even more. When there’s an army that is highly engaged, they sell the praises of the products and services at every opportunity.

[17] 25 Data Points on Generation C: The Connected Consumer By Rebecca, Digital CPG Blog

1. Boomers – sought ‘freedom’ (or aspired to it ) 2. Gen X – sought experience (or aspired to it in the form of travel) 3. Gen Y – sought self serving interaction (they were the first generation born into gaming and e-

mail) 4. Gen C – seek control of their world and culture (they are overwhelmed by influences and aspire to look at and create content made by amateurs, as a way of staking out their own world.) How well do you know Gen Y? Here are some interesting points for discovery that get us thinking beyond what we think we know today: 59% update their social status in class. 29% find love through Facebook while 33% are dumped via TXT or Wall posts. Millennials watch TV with two or more electronic devices. Only 11% define having a lot of money as a definition of success Gen-Y will form 75% of the workforce by 2025 and are actively shaping corporate culture and expectations.


Blogs, Articles, Reviews & Information gathered from the Internet Only 7% of Gen-Y works for a Fortune 500 company, while startups dominate the workforce for this demographic. Gen-Y expects larger organizations to hear their voice and recognize their contributions, increasing the need for an intrapreneurial culture.

The Last Ten years 274 million American have Internet Access, which is more than double that of 2000.

Millennials trust strangers over friends and family.

81 billion minutes spent on social networks and blogs.

They lean on UGC for purchases.

64% of all mobile phone time is spent on apps.

They are 3x as likely to follow a brand over a family member in social networks.

42% of tablet owners use them daily while watching TV.

66% will look up a store if they see a friend check-in.

For the first time, the numbers of laptops have surpassed desktops within TV homes.

73% have earned and used virtual currency. Gen-Y believes that other consumers care more about their opinions than companies do, which is why they share their opinions online. Gen-Y’ers are more connected on Facebook than average users, managing a social graph of 696 Facebook friends versus 140.

Women Rule Gen-C As you can see in Nielsen’s report, women too rule Gen-C. Specifically, they rule social media, online video, and TV viewership. With smart phones, men and women are tied in adoption. With tablets however, men rule.


Blogs, Articles, Reviews & Information gathered from the Internet Mobile shopping activities include 38% compare prices online while in shopping in a store. 38% browse products through websites or apps. 32% read online reviews of products. 24% search for or use online coupons. 22% have purchased a product. 22% scan barcodes for product or price information. 18% use location-based services to find retail locations. 27% of male and 22% of female consumers would use their mobile phone to make payments in restaurants and shops if they could.


Similar Products [18] Enclave™-Go “Beyond Community” with the Consumer Engagement Platform Enclave™ represents the next generation of Affinitive’s industry-leading, consumer-driven engagement platform. Like-minded, passionate consumers can interact and share their enthusiasm about your product or brand. A foundation of community and social networking, consumer-generated content, research and education, buzz and viral, activism, loyalty and CRM, and reporting power Enclave. Its module-based architecture is robust, flexible, and scalable.

[19] CrowdTap Crowdtap, which is still in beta, is a tool that fills the gap between traditional research and digital, and helps with insight gathering, customer empowerment and influence. Crowdtap can be used to augment our research activities, especially when time is of the essence (i.e. new business pitches, client presentations, low-budget projects). Brands and agencies can leverage Crowdtap to target questions (polls, discussion topics, and open-ended queries) to a certain demographic profile subscribed to the tool.

[3.35] Screen from CrowdTap

[3.34] Screenshots from Enclave

The tool is best for B2C efforts, especially marketers interested in launches publicly.


Similar Products Millennials and moms. B2B marketers will have to be more creative in using the tool. Marketers can sign up at Crowdtap to be notified when it launches publicly. While it’s not a replacement for traditional methodologies, Crowdtap comes close to providing similar qualitative and quantitative findings to traditional research. In addition, it takes away the burden of providing incentives to participants, as they are rewarded through a unique combination of cash and points. Between 5 and 100% of this cash reward can be donated to a designated charity, with another 5% matched by Crowdtap if donated. The tool can also be used to help organize events or share digital content.

[20] Communispace It provides recruited members who form a community to brands who are “normal” customers , generally representative of the target market you are trying to reach. Committed customers, brand advocates, even “non brand fans”—all who are willing to share because they know their ideas count. And because they know they have a direct line to the brands they, in some way, care about, delivering ongoing, powerful results through their private online communities.

With advancements in digital, brands can (and should) go beyond engagement and drive more intelligence, especially social intelligence, into its marketing efforts. This can be done by employing crowdsourced research as well as using findings to optimize strategies. With so much focus on content and conversation these days, it seems as though research from the crowd is a perfect fit. [3.36] A Study by Communispace


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[21] Google Consumer Surveys

Step2: People complete questions in order to access premium content.

How it Works? Step1: You create online surveys to gain consumer insight

Step3: Publishers get paid as their visitors answer.


Similar Products Step4: You get nicely aggregated and analyzed data

Google Consumer Surveys help in getting

[3.37] Screenshots from Google Consumer Surveys


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[22] Wisdom by Microstrategy MicroStrategy Wisdom Professional™ is a unique consumer research tool that draws its data from millions of anonymous Facebook users who have opted into this collective intelligence application.

[3.38] Infographic showing How to leverage Social User Data

Wisdom analyzes a wide array of consumer data including demographics, brand interests, media interests, activity interests, social connections, location check-ins, and life events. And each of these areas can be can be viewed for the entire Wisdom population or can be used to create a custom segment population for subsequent analysis. Wisdom can be applied throughout an entire organization, ranging from marketing, to corporate

planning, to market research, to product development.

Direct Marketing/ ConsumerAnalysis: Wisdom Professional™ provides marketers with a 360-degree view of their customer, based on highly accurate, current and extensive data. Following are some of the ways marketing professionals are using Wisdom Professional™ to know their customers better: • Basic Demographic and Psychographic Analysis View consumer populations according to their demographic attributes, their interests as expressed by “likes” on Facebook, or their activities captured by Facebook “check ins”. Then filter the population by any combination of attributes like age, gender, location, relationship status, affluence, and popularity to get deep insights into specific target populations. Not only can you analyze the characteristics of your Facebook fans, you can even analyze the characteristics of your competitors’ fans.


Similar Products Example: A sports equipment retailer can view the “interest profile” of a population segment comprised of males between the ages of 18 and 45 who like Nike and Adidas; and can use the preferences expressed in the interest profile to help determine what music they should play in the stores, what products they should stock, and what services they should provides. • Geo-Targeting of Fans View location and density of your customers and that of your competitors’ customers plotted on a map Example: A local radio station can analyze where their fans live, work, and go out, and develop local guerilla marketing promotions based around this intelligence. • Identify Brand Interests Discover your customers’ brand preferences, as well as what they like to read, watch, wear and so much more by analyzing Facebook “likes” and “check-in” data. Example: A convenience store can research the

packaged food brands their fans are interested in and stock them. • Competitor Customer Campaigns Analyze the demographic and interests of your competitors customers and use that information to design campaigns to lure them to your brand Example: A company can discover that its competitors’ Facebook fans are generally more female and younger and enjoy more outdoor activities than its own Facebook fans, and can alter its advertising strategy to appeal to younger outdoororiented females. • Audience Research Analyze highly targeted audiences for demographic and psychographic characteristics and design campaigns around their preferences. Example: A wedding dress retailer can investigate the club, restaurant, and music preferences of engaged women, between the ages of 22 – 45 in Miami, FL and host an event based on this knowledge. • Cause Marketing


Similar Products Companies can evaluate which charity organizations to support based on their consumers’ favorite charities, as stated on Facebook. Example – A CT-based retailer identified that the majority of its fans have also liked a local Fairfield County charity and now donates a percentage of each sale to this charity

Planning & Strategy: Wisdom Professional™ offers strategic planners a unique data set from which to help guide a range of operational decisions. Here are some of the many ways corporate planners are using Wisdom Professional™ to drive key decisions: • Store Locations Potential store locations can be assessed based on geographic distribution of specific demographic groups, psychographic groups, interest profiles, and even affluence. Example - Retailer with multiple outlets wants to consolidate stores, and can help base the decision on maps from Wisdom Professional that show where their fans reside or where their most affluent

fans reside. • Brand Popularity and Merchandise Strategy Companies can use Wisdom Professional to analyze which consumer brands are most popular with different demographics or different geographies and alter merchandise strategy accordingly. Example – A department store chain might learn that different brands of jeans are more popular in different regions and decide to stock the stores according to this pattern. Further it might negotiate different wholesale terms with the various brands based on the popularity data. • Analyze Potential Partners Companies can now analyze the customer-base of potential partner’s to see which is the best fit with their company. Example – A soft drink manufacturer is interested in doing a cross-promotion with a new movie. To determine if it’s the right partnership, Wisdom Professional™ can analyze the movie’s fan base to see if there is a similarity or complementary fit with their fans based on demographic and psycho-


Similar Products graphic profiles.

Market Research: For market researchers, Wisdom Professional™ offers the ability to tap into a statistically significant consumer pool and analyze their stated preferences, interests, and opinions. An invaluable tool for taking the collective consumer pulse, Wisdom Professional™ eliminates some needs to organize expensive focus groups and time-consuming surveys. • Brand Affinities Wisdom Professional™ allows researchers to select highly specific consumer segments and discover their preferences on a wide range of topics

differences in demographic and psychographic profiles of the people who like each brand. Example – A product manager can compare the demographics of their fans with that of a competitive brand to determine differences in location, affluence, age, married status, etc. • Psychographic Comparisons Analyzing the interests and demographics of two or more psychographic groups of consumers can reveal valuable insight as to how to reach each audience with marketing messages. Example – A major packaged goods manufacturer can compare two different psychographics, such as Healthy Eaters versus Fast Food Lovers to understand the regional and demographic differences between them.

Example - A researcher can determine which clothing and cosmetic brands are liked best by females between the following ages 13-17, 18-22, 22-35, over 35; and whether that differs between married and unmarried women. • Brand Comparisons Compare two or more brands directly to identify

[3.39] Screenshots from Wisdom


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[23] ListenLogic Social Analytics ListenLogic’s Social Analytics helps organizations: Gain greater insight into the consumer attitudes and perceptions about your brand, products, and competitors. The technology collects from blogs, Twitter, Facebook, mainstream news, forums, comments, video and image sites – all public data Quickly identify threats and opportunities to manage reputation, Immediately flag, assign, and engage consumers & Track and trend KPIs such as sentiment, influencers and demographics

[3.40] Screenshots from ListenLogic Social Analytics Tool


synthesizing the research


Synthesizing the Research through Mindmapping


Synthesizing the Research

Synthesizing the Research After studying the domain and analysing the work being done in the field of Online Platforms connecting Brands and Customers the following observations were made: With the rise of Social Networks, Brands want to engage consumers online for marketing their products and new ideas thus converting them into loyal customers. Also consumers want to participate in the brand co-creation activities like sampling products, moderated discussions about brands, brand polls and surveys, brand campaigns etc. to provide their valuable insights and feedback to brands and get incentivized for the same by having offers from brands. Thus for the connection between Brands and Consumers to be enaging & valuable for both sides, the communication environment should be full of fun ( like a game environment) and at the same time be easy to use. Thus the need for online platform connecting Brands and Consumers was felt which would enhance the consumer experience by following ways:

Humanizing the Brand by listening to Customer Voice and taking Insights from them. Adding a touch of Personalisation and mapping user’s interests, likes, dislikes, activities, hobbies i.e the Social User Data would help in creating engaging experiences which would be delightful for user and help in long lasting relationships with Brands. This would increase Brand Advocacy and Loyalty which the most important return of investment for Brands trying to measure their success. Brand Polls can capture user tastes and interests and can help Brands in targeting relevant audience. Brands can offer relevant stuff to consumers based on their needs and interests rather than spamming them with unwanted deals and offers. Also to engage the users, brands should target the channels like Facebook and Mobile on which users spend most of their time and they are easy to use. For motivating users to use this platform, both intrinsic and extrinsic motivation is necessary which would come from social reputation, social rewards and challenges, gamifying the environment, com-


Synthesizing the Research petition with friends, word of mouth from peers, monetary returns and incentives for performing activities related to Brands. Thus Social Loyalty and Gamification would motivate the user to use the platform trying to make a long lasting relation with the brands involved. Crowdsourcing activities like sampling new products, early access to information from brands, discussions to give new ideas about products can save a lot of R&D expenses for the brands. On the other hand the consumers can give their ideas which they want to incorporate in new products and get them implemented. Social Actions like liking, sharing, reviewing, rating etc. can help a Brand market its products easily and it becomes easy for consumers to trust peer opinions rather than watching ads on TV. Thus to win the trust of consumers these social features become an important part of the platform. Similar products like Enclave-Customer Enaggement Platform, Communispace, Crowdtap, Google Consumer Surveys, Wisdom by Microstrategy are trying to do their best in this area. But there is

that can leverage all the aspects mentioned above as analysed in the reasearch. Thus the online platform connecting Brands and Consumers for both CPG industry needs to be one of its kind to help both Consumers and Brands and create a seamless experience for them.


constructing the persona

Studying Social Consumer Archetypes Creating the Persona of ‘Elle- The Engager’


Studying Social Consumer Archetypes How to identify and empower those who can engage an entire community As already discussed [8] there are 4 kinds of social media consumer archetypes

more people than posts generated by any other group. They belong to the top three major social networks—Facebook, Twitter®, and LinkedIn®— and are the few that deliver messages to the many. Think of them as citizen journalists, those who write for a mass market.

Key Influencers

These are the “super social” people at the top of your social media pyramid; although they account for only one percent of your social media constituents, they are highly engaged and capable of influencing not only the people they know but also social media members they don’t know. When they interact with others, they have a powerful impact. Their posts are widely read and shared by

[4.1] Image showing the archetype of Key Influencers


Studying Social Consumer Archetypes

Engagers

These people belong to all three major networks, and although only about five percent of all social media users fall into this category, they drive up to 80 percent of content and communications. They are your broadcasters: They generate posts, share information, virally spread messages, and collaborate with others. They have well-established social networks and have earned the trust of their groups. They are strong influencers of people they know personally.

[4.2] Image showing the archetype of Engagers


Studying Social Consumer Archetypes

Multi Channel Consumers

Active on at least two social network sites, multichannel consumers make up about 39 percent of all social media users. They enjoy keeping up with social media content and occasionally participate. They influence to some extent—via normal friend-to-friend engagement and passing along information to their networks—but due to their level of activity, their sphere of influence is not a dominant part of their persona.

[4.3] Image showing the archetype of Multichannel Consumers


Studying Social Consumer Archetypes

Standard Consumers

These social media users typically belong to one social network to keep up with friends, family, and current events. While they read and watch updates more than they create new content or make comments, they are influenced by their more socially active friends and family. As a group, they account for 55 percent of all social media users.

[4.4] Image showing the archetype of Standard Consumers


Creating the Persona of ‘Ellen-the Engager’ Ellen-the Engager

Special interests include health, physical fitness, natural living, crafts, gardening, fashion, reading blogging and video games. She believes in the saying ‘Reduce, Reuse & Recycle’ Aptitude & Skills: Highly active in social networking and owns a windows phone. Drives her own car.

[4.5] Persona picture of Ellen-The Engager

About Ellen: Ellen is a Social media mom who shares her views and opinions on a variety of products and services. Age: 32 years Marital Status: Married and have 2 children Location: Lives in Atlanta Education: Graduated in BFA from Trinity University Profession: Photographer

Is tech-savvy and has command over different gadgets ranging from a smart phone to Internet TV. Has faster learning curve that helps her deal with doing the stuff quickly and save plenty of her time. Attitudes & Behaviours: Is cost-conscious and believes in shopping online for CPG and other goods frequently as online shopping gives her a chance to compare brands and offers. Also loves to download discount coupons and use them everywhere.


Creating the Persona of “Ellen-the Engager Loves to share opinions via social networks and blogs. Blogs on her experience with new stuff bought, writes product reviews and give ratings, shares her likes with peers online.

Being popular and influential among peers and family

Believes in Creativity & Innovation and has confidence in ideas that can get her jobs done quickly. Wants to play an important role not only as a mom but also for innovations at a higher level.

Information overload on the web. Difficulty in looking and tracking brands of her choice.

Simplicity, Quality, Convenience & Experience, Brand Trust are the biggest priorities in the technologies she likes to invest in. Motivations: Playing an active role in family Satisfaction of being more than a mom and contribution to society Seamless shopping experiences Tracking Offers and deals based on her interest Following and tracking Brands of her choice that can simplify and suit her life Early access to upcoming products and information Volunteering in Social Cause

Painpoints & Frustrations:

Frequent In Store shopping for everyday goods becomes a pain for her. Always thinks ‘ If I could do this...’ Not being able to provide newer ideas which she stumbles upon while using the everyday products for her favorite brands. Spamming with ads and non-targeted offers Wants social recognition of her everyday efforts on social media.


design phase: online platform connecting brands & consumers for cpg industry Contextual Scenarios: Framing the User Requirements Coming up with Design Features Design Features Specifications Document Task Flows Key Path Scenarios CrowdWisdom Web App for Consumers Wireframes High fidelity Wireframes & Prototype Visual Design Usability Testing Revised Information Layout & Visual Design


design phase: online platform connecting brands & consumers for cpg industry

CrowdWisdom Mobile App for Consumers High fidelity Wireframes & Prototype Usability Testing iPad and Web App for Brands Social User Data Dashboards Ipad App Usage Scenarios High fidelity Wireframes & Prototype: Social User Data Dashboards Ipad App High fidelity Wireframes & Prototype: Web App for Brands


Contextual Scenarios: Framing the User Requirements


Coming up with Design Features


Design Features Specifications Document For Consumers Landing page/Home • Top Banner showing user’s profile pic, his level, points, activity meter • Notifications & feedback • Action Items for consumer involving Research Interactions (RI) & Marketing Actions (MA) like oRI -Brands can poll users oRI -Brands can crowd source ideas oRI -Brands can hold online moderated panels/ discussions oMA -Brands can share web content- shared link, shared video, shared ads, share of fers/deals etc. oMA -Brand can issue samples through it oMA -Brands can recruit hosts to throw brand sponsored parties These action items can be categorized in the form of interesting labels like Missions, FastQuests/ Instahits, Brandish Activity (Panel Discussions/ Be a Discussion Star, Sample & Share, Brand Spon-

sored Parties/ Party Time/ Be a Brand Host/ Host a Brand’s Party/ Be Brandish) Missions can be anything to get a user hang of how the platform works. It can start from o helping a user complete his profile o start with few quick FastQuests/ Instahits including Brand Polls, Crowdsourcing ideas, Sharing brand’s web content- shared link, shared video, shared ads, share offers/deals etc. o When a user get accustomed to use the platform, he gets more challenging missions in the form of Brandish Activity like participate in panel discussions or sample a product from a particular brand or host your favorite brand party & write a report on your experience. FastQuests/Instahits would be First Impressions polls, Brand Insight polls, Brand Feedback questions, Share Challenge (View details in Fastquests/ Instahits Section) Brandish Activity would include Panel Discussions, Samplings & Shares and Host Brand Spon-


Design Features Specifications Document sored Parties. The more influential the user is or the more quality feedback he gives, the more Brandish Activity he will get to see especially Samples and Hosting a Party would require more points. Consumer’s Profile Page •View Profile o Profile Dashboard showing user’s badges, level, points, missions, his FastQuests/Instahits stats, his brandish activity stats, and his favorite brands’ •Create/Edit Profile Particular Brand’s Page • See the latest activity from that brand • View the that brand’s Top VIPs (a leaderboard based on user’s activity with that brand) • Top award winners from that brand’s discussions • See your stats with that brand • View your available actions for that brands Redeem Points Page Shop for Products/ gift Cards/ Donate to Charity

Inviting Friends Page Invite friends to join CrowdWisdom

For Brands Landing page/Dashboard •Brand’s Activity stats: Brand Crowd, Brand’s Activity, Account summary •Campaign Setup: Choosing type of Campaign out of 2 types mentioned (FastQuests/Instahits & Brandish Activity); Setting up the relevant poll/ question/challenge/ sample/discussion/hosted party; Targeting Users(based on demographics, psychographic & other analytics data); Viewing realtime results of campaign, sharing results(via email, FB etc.) •Viewing list of brand’s campaigns launched in chronological order alongwith type of campaign, launch date, status( active/ended), no. of users participating, results/feedback/insights o On clicking particular campaign, view details of the campaign.


Task Flows

Task Flow of the ‘CrowdWisdom’ web app for consumers

Task Flow of the ‘CrowdWisdom’ web app for consumers: Setting up user profile


Task Flows

Task Flow of the ‘CrowdWisdom’ web app for consumers: Answering Instahits

Task Flow of the ‘CrowdWisdom’ web app for consumers: Participating in Brandish Activity


Key Path Scenarios


Key Path Scenarios


Key Path Scenarios


Key Path Scenarios


CrowdWisdom Web App for Consumers


Wireframes

Initial Wireframes for Crowdwisdom web app for consumers


High-Fidelity Wireframes & Prototype Image- based mockups were developed in Adobe Photoshop & prototyped in Axure RP Pro

Consumer Home Page Option 1


High Fidelity Wireframes & Prototypes

Consumer Home Pahe Option 2

My Mission Page


High Fidelity Wireframes & Prototypes

Instahits: Brand Related Questions and Polls

View Instahit Results


High Fidelity Wireframes & Prototypes

Instahits Share challenge for Brand Marketing

Brandish Activity: Sampling


High Fidelity Wireframes & Prototypes

Brandish Activity-Discussions, Feedback, Idea Sharing and co-creating with Brands

Brandish Activity-Results from Discussions, Feedback, Idea Sharing and cocreating with Brands


High Fidelity Wireframes & Prototypes

Redeem Points earned by doing brandish activies for real goodies

My Profile : View


High Fidelity Wireframes & Prototypes

My Profile: Create Wizard Step 1

My Profile: Create Wizard Step 2


High Fidelity Wireframes & Prototypes

My Profile: Create Wizard Step 3

My Profile: Create Wizard Step 4


High Fidelity Wireframes & Prototypes

Feedback for First time User

Particular Brand Page as seen by Consumer


Visual Design

Visual Design: Lemon Bright and Fresh colors


Usability Testing Methods Used Remote Online Usability Tests were conducted with Web & Mobile version of CrowdWisdom as the target audience were from remote demographic locations. The different kinds of tests were: Task Evaluation Click & Heatmap Analysis Recall Test Persuasion, Emotion & Trust Test

Axure RP Pro (www.axure.com)

Expert feedback was taken for concept validation, information architecture, usability and look and feel of the website

Online Tools used for Prototyping

Invision (www.invisionapp.com)

Axure RP Pro Invision App Just in Mind

Justinmind(www.justinmind.com)


Usability Testing

Tools for Remote Usability Testing fivesecond test (www.fivesecondtest.com) navigationflow(www.navflow.com) theclicktest (www.theclicktest.com) Loop 11 (www.loop11.com) Concept Feedback (www.conceptfeedback.com) Userlytics (www.userlytics.com)

fivesecond test (www.fivesecondtest.com)

theclicktest (www.theclicktest.com)

Loop 11 (www.loop11.com)

Userlytics (www.userlytics.com)

navigationflow(www.navflow.com)

Concept Feedback (www.conceptfeedback.com)


Usability Testing

Task Evaluation Setting up Task List- For the Crowdwisdom web app for consumers the important task list was prepared and each task was set up on Loop11. Sharing Prototype URL with users- The Prototype was made using Invision app and the url/links were given to users along with tasks with a starting url and task successful url. Task Completion status was recorded on the basis if the user is able to complete that task successfully by reaching and clicking the successful url.

Task1: You need to view and edit your profile

Individual Task Completion Rate was recorded on for each user which was the percentage of users who were able to complete that task successfully. Task Completion Percentage for each User was recorded on which was the percentage of all tasks that were completed successfully by the user. Post Test Survey was answered by users in which the ease of performing tasks and the experience of users while using the app was recorded.

Task2: You have earned 3000 pts & now you want to redeem them. What would you do?


Usability Testing

Task 3: Complete the mission to recruit friends Task 5: Go to Brandish Activity and view discussions

Task 4: Find instahits and see the results

Task 6: Do you felt comfortable using the application?


Usability Testing

Click & Heatmap Analysis Setting up Task List- For the Crowdwisdom web app for consumers the important task list was prepared and each task was set up on navigationflow & theclicktest.

Task 7: How do you feel about the application. Rate you experience.

Results were captured online and exported in the form of an excel sheet which showed various parameteres to be tested alongwith the results

Sharing Prototype URL with users- The Prototype was made using Invision app and the url/ links were given to users along with tasks with a starting url and task successful url. Task Completion status was recorded on the basis if the user is able to complete that task successfully by reaching and clicking the successful url. Heatmap was prepared by the tool navigationflow and the heat map color variation highlighed the places on the screen where users clicked the most in order to complete various tasks. Click analysis was done by the tool theclicktest and the clicks were shown in the form of visible green points.

Task Completion Percentage for each user was recorded

Results were captured in the form of images.


Usability Testing

Task 1- Where would to click to answer brand related polls & questions?

Task 2- Where would to click to participate in Brandish Activity?

Task 3- Where would to click to redeem points you have earned?


Usability Testing

Recall & Persuation Emotion Trust Test Setting up Recall Questions- For the Crowdwisdom web app for consumers the home page image was uploaded and recall questions were set up fivesecondtest. Sharing Test URL with users- The Test url was shared with users and the the recall questions were shown followed by the home page image for some short time duration. Users were asked to recall what the app was about the results appeared in the form of images showing Top Keywords from the users about the app.

What do you feel this webpage is about?

Then the image was shown and Users were asked about their Likes, Dislikes and Trust for the app and the results were captured in the form of images showing Top Keywords & Click and Heatmap analysis.

Top Keywords


Usability Testing

List 3 things that catch your attention the most.

What do you like and disclike about this design.

Likes

Top Keywords

Dislikes


Usability Testing

Click Analysis showing the most prominent elements of design by the users

Plasma Heatmap showing the most prominent elements of design by the users


Usability Testing

Expert Feedback For the Crowdwisdom web app for consumers the URL and images were uploaded on conceptfeedback where you can find the reviews of usability and user experience experts. The app was reviewed by experts with the feedback below: “ The design is quiet nice. The only thing I would say is there is a whole lot going on and found it a little hard to work out what to focus on and where my attention should be.� -Danny Mcmillan, via Concept Feedback

-Charles Wilmott, via Concept Feedback

-Michael Cullinan, via Concept Feedback


Usability Testing “ The layout and color scheme is really nice. The only thing I would say is that it looks really busy. Hard for your eyes to maneuver around the page easily. Create some flow and separation and you got yourself a pretty good idea.” -Ryan Deforest, via Concept Feedback

“Love the scoring system for motivation” -Michael Cullinan, via Concept Feedback

“ Good work on the revisions. The blue background version works nice. As you have stripped back it feels easier to soak up the features and maneuver around the page.” -Danny Mcmillan, via Concept Feedback

“Hard to Read. Suggest change in tab colors”

“ Nice layout! ”

-Kurien Abraham, via Concept Feedback

-Pablo Del Rio, via Concept Feedback


Revised Information Layout & Visual Design Based on the Usability Testing Results iterations were carried out to improve the information architecture and visual scheme.

Iteration 2: Clean White theme to focus more on content & action buttons


Revised Information Layout & Visual Design

Iteration 3: Blue background for more contrast in background and content

Iteration 4: Grey background to put more focus on content & prevent distraction


Revised Information Layout & Visual Design

Iteration 5: Orange background for freshness and peppy look

Iteration 6: Lemon background for fresh and peppy look as users liked it the most


CrowdWisdom Mobile App for Consumers


High Fidelity Wireframes & Prototype

Iteration 1: Home Screen of Mobile app with side navigation open

Iteration 1: Screen showing Instahits ( Brand Polls)

Iteration 1: Screen showing Instahits (Share Challenge)

Iteration 1: Screen showing User’s Profile


High Fidelity Wireframes and Protoype

Iteration 2: Splash Screen

Iteration 2: Home Screen of Mobile app with side navigation open

Iteration 2: Screen showing Instahits ( Brand Polls)

Iteration 2: Screen showing Instahits (Share Challenge)


High Fidelity Wireframes and Protoype

Screen showing Offers by Brands

Iteration 2: Screen showing Brandish Activity Discussions Iteration 2: Screen showing User’s Profile

Iteration 2: Screen showing Brandish Activity Sampling

Screen showing how to Redeem Points earned


Usability Testing Methods Used

Tasks Assigned to User

Remote Online Usability Tests were conducted with CrowdWisdom Mobile app for Consumers as the target audience were from remote demographic locations. The tasks were set up and url was provided along with the scenarios for the users to get a feel of what they are about to do. Videos were recorded as results that highlighted the feedback of users. Task Evaluation Persuasion, Emotion & Trust Test

Online Tools used for Prototyping Axure RP Pro

Tools used for Remote Testing Userlytics

Screenshot showing the task list assigned to user


Usability Testing

Results Videos were recorded as results that highlighted the feedback of users.

Video showing feedback of Q. Habib, Participant 1

Screenshot showing the demographics and the participant list for test

Video showing feedback of Kendra Krebs, Participant 2


iPad and Web App for Brands


Social User Data Analytics & Dashboards iPad App for Brands To help brands identify and target potential customers Social User Data Analytics and Dashboards can provide rich analytics to segment , analyze and profile target audience. Also brands can get invaluable social user data from various social networks and club it with their CRM systems and enterprise IT to deliver targeted offers and relevant information to its consumers. For example : Brand managers can utilize it in many ways for making brand strategies, knowing their target consumers, measuring their brand performance etc. Paul, the brand manager of CPG brand tells us various scenarios in which Social User Data dashboards can help him out. He can integrate the dashboards with Crowdwisdom app for brands and view detailed results of targeted campaigns run by him for his CPG Brand X on Crowdwisdom.


Usage Scenarios


High Fidelity Wireframes for Social User Data Dashboards for Brands


High Fidelity Wireframe: Social User Data Analytics & Dashboards iPad App for Brands


High Fidelity Wireframes: Social User Data Analytics & Dashboards iPad App for Brands


High Fidelity Wireframes: Social User Data Analytics & Dashboards iPad App for Brands


High Fidelity Wireframes: Social User Data Analytics & Dashboards iPad App for Brands


High Fidelity Wireframes: Social User Data Analytics & Dashboards iPad App for Brands


High-Fidelity Wireframes & Prototype: Web App for Brands

Create Brand Activity/ Campaign Wizard Step 1 Brand Home Page as seen by Brand Owner/ Manager


High Fidelity Wireframes & Prototypes: Web App for Brands

Create Brand Activity/ Campaign Wizard Step 1-Select Template

Create Brand Activity/ Campaign Wizard Step 2


High Fidelity Wireframes & Prototypes: Web App for Brands

Create Brand Activity/ Campaign Wizard Step 3

Create Brand Activity/ Campaign Wizard Step 4


High Fidelity Wireframes & Prototypes: Web App for Brands

View and Filter Detailed Activity Results


Social computing